Fresh food purchases at grocery stores continue to show higher growth rates than canned, packaged, and frozen food sales, and now account for 30% of all supermarket revenue..

Organic sellers like Whole Foods Market (WFM-2.8%) account for some of the extra sales, but retail giants such as Wal-Mart (WMT-0.6%), Kroger (KR-0.7%), and Target (TGT-1.6%) are also broadening out their fresh food sections.